Analyzing a media artwork using network
-Sub idea : Advertisement -


20022677 Kim Wan-suk


These day is media artwork period limitless than past. We pass the time that we think ‘media is medium’ today. These are lots of media art like design which is made by monitor and drawing or web design of network. Also, we use this on commercial marketing. It means that media artwork is part of advertisement. In today’s advertisement world, art have unlimited value. A general idea which fusion of art and technology encroach on market of advertisement. A long term contract add the power to grow that market. People think to change their mind from interest to selling. I’m sure that marketing is a important part of media artwork cause it put to practical use modern network out from past which use one’s foot.

Good media artwork catch people’s eye sight. Advertisement which begin from this is connected to network media artwork. We already know a famous artist. Bek Nam-Jun who use monitor art. Well.. other hand, it is a simple arrangement of monitor, but sponsors use this on advertisement, and this is a big issue of media word. Not only Bek Nam-Jun, it make out lots of advertisement using splendor illustration Guen Sin-A’s illustration which do herself mixing with model take a spectator’s mind strong Nency Lang who use ‘Terbuogini series on Ssam-Gi advertisement is same case. It show one thing. Advertisement is the best trickery way open consumer’s purse. Network art marketing use internet and broadcast have a powerful fascination on business. It have critical charm. Indiviualy KB advertisement that ‘Rain’ contribute give me a strong physiognomy. Because it emphasize fusion of digital graphic and analog hand art not only play up super star marketing UCC(User Create Contents) give some help to grawing at advertisement market.

But in Korea, this nation have few advertisement using media art than the west. It is not only problem of cognition ‘super star = money’ this simple rule give special effect to advertisement market. So many advertiser use super star item. We should be invest more to media art. It lead to grow up quality of our advertisement. Of course, it lead to grow up people’s understanding. It’s my hope. If people ask, “what is the best work using media art? You think?” I answer “Advertisement!!”. Of course, not only advertisement other network media artwork is too.

conclusion: the extent of the 'extensions of man'

This week's title was conclusion: the extent of the 'extensions of man'.
Main idea is divided like this.

※asthetic object from material to abstract idea.

- conceptualism & minimalism

• spatial shift
• ideologic shift(value)
• discursive field

1) short history of technology - based media art before 2000s

• begining - 1967 E.A.T(Experiment in Art and Technology)
• Application of simple technologics 1970s & 1980s before www.
• Application of internet technologies

2) Media artworks after 2000s

• character : dynamic, interactive..
• breakage: fine art(artwork without artist) & other art

3) Applied media artworks

• art + com
• etc

new media: determining or determined? 2

This week was ' new media: determining or determined? ' s second time.
Marshall McLuhan and Williams, these two man was lecture's heroes.

1. The extension thesis

• The technology is an 'extensions of man' (based in the nature of the human body)
• Aristotle : the body is the soul's natural tool, The core of the idea is that instruments
• extend the functions of the labouring body
• Marx
• KAPP : nervous system, circulatory system, organ project
• Bergson : if our organs are natural instruments, our instruments must then be artificial organs

2. The environment thesis

• The new media not bridges between man and nature : they are nature
  that above a certain threshold of quantitative change(the number of technologies a society uses) there arisea qualitative change in the structure and functioning of that society
  that technology, at that point, becomes autonomous, determining its own future and that of the society it shapes

3. The anti-content thesis

• the medium is the massage
• Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication
  
• Human agency versus technological determination
  
• The plural possibilities and uses of a technology
  
• Concepts of technology
  
• The concept of a medium
  
• The medium is the message
  
• Medium as a reification of a social process
  
• Medium as material